Gaining Insights on Campaigns

Objective

After completing this lesson, you will be able to evaluate the key features of Campaigns

Campaigns Overview

Let’s begin with reviewing the overall marketing process.

We've learned how customer profiling works, how to segment our customers, and how to build specific target groups we want to reach with our campaigns. This sets the basic understanding of your customers across all channel interactions, predicting what they are likely to be interested in and their buying propensity, which drives the campaign execution.

For a successful outbound communication, a marketing expert needs to define what type of campaign needs to be set up, and in which way to best address the targeted contacts. Also, marketing permission is an important piece of the end-to-end process to stay compliant with legal requirements, as permission to contact legal entities should probably be given.

See the following overview of the marketing process for steps that typically involve permission marketing.

Graphic of marketing process with last three steps highlighted: Personalized targeting, Campaign execution, Permissions marketing.

Key Capabilities of Campaign Management

They key capabilities of campaign management are:

  • Automation: Create anything from simple one-step campaigns to complex automation flows.
  • Trigger-Based Campaigns: Listen to customer behaviors, see how they interact with an existing campaign, and how that campaign’s next steps are triggered.
  • Multichannel Orchestration: Define campaigns that combines actions from more than one channel. For instance, you can create a campaign that uses both email and external platforms, such as Google Campaign Manager.
  • Audience-Focused Campaigns: Execute your campaign once or periodically for any target group created with segmentation. Stay focused by filtering Customers within the flow using conditions.
  • Assess Success: Set targets, plan spends, and analyze the performance of your campaigns.
  • Campaign Templates: Use standard templates or create your own for common campaigns and marketing tactics.
  • Collaboration: Work on a joint marketing calendar, use approval workflows, get alerts if something goes wrong with the campaign execution, work independently in different marketing areas, and add colleagues to the team with authorized access to your campaign.

The Campaigns App

Campaign execution can be triggered through multiple channels such as email, SMS, mobile push, Facebook, Google Ads, or based on highly flexible open channels for integrating with other systems via Cloud Platform Integration or other middleware.

It also allows you to, for example, automatically trigger a campaign in SAP Marketing Cloud if a customer abandons their shopping cart in your Commerce system.

Watch the following video to learn how to create a campaign:

To get a full list of all available standard actions and triggers, please check out the documentation below on the SAP Help Portal:

Campaign Automation

Watch this video to learn more about campaign automation:

Additional Resources

Watch the tutorials below to learn more about the end-to-end campaign process:

In the Email and Text Messages tutorial, you'll learn how to:

  • Create an email campaign
  • Assign a target group to the campaign
  • Assign a trigger (Email Opened) and an action (Send Text Message) in the campaign designer
  • Start the campaign execution
ExerciseStart Exercise

In the A/B Testing tutorial, you’ll learn how to:

  • Design an email campaign
  • Assign an action (A/B testing) in the campaign designer
  • Run the campaign
ExerciseStart Exercise

In the Trigger-Based with Abandoned Shopping Cart tutorial, you’ll learn how to:

  • Create a trigger-based campaign using campaign template Abandoned Shopping Cart
  • Assign a live target group as a filter to the campaign
  • Assign an action (Send Email) to the trigger (Abandoned Shopping Cart) in the campaign designer
  • Start the campaign execution
  • Monitor and analyze campaign success
ExerciseStart Exercise

Monitoring Campaigns

In this section, we’ll learn about how to check the progress of a campaign and monitor your campaign.

Check Your Marketing Solution

The Check Your Marketing Solution app runs the checks that verify your system information to ensure optimal performance, for example, stopping and deleting campaigns that are no longer relevant to your business.

Watch this video to learn more about the health check feature in SAP Marketing Cloud:

Note

The video provides just a few examples of the available health checks. There are many other checks available.

Monitor Campaign Execution

Marketers execute numerous campaigns regularly to ensure that marketing messages reach the right person using the right channel at the right time. If the campaign execution is poor, the time and investment are for naught. It’s critical for marketers to ensure that campaigns are performing well, in terms of execution.

Using the Monitor Campaign Execution app, a marketer is able to:

Monitor the latest execution runs of email, SMS, and open channel campaigns for the last 90 days; identify the campaigns that have run into errors; and troubleshoot campaigns errors to ensure that campaigns execute smoothly by performing necessary actions in Campaigns.

The current execution statuses of an executed campaign can be classified as Running or Delayed, Finished, and Error Occurred. By using the filters in the chart, e.g. Campaign Execution by Execution Run Date, you are able to search for the campaign you want to have a closer look at, to perform follow-up actions like view the logs of a specific campaign.

Screenshot of the Monitor Campaign Execution app, with the Available Filters and Current Execution Status highlighted.

Monitor Campaign Analytics

Besides the fact that you can monitor the campaign execution using the dedicated app, you can monitor and analyze the performance of your campaigns within the Campaigns app. On the Performance tab, you can view the campaign measures as tiles, in charts, or in a table. These different views provide you with various options to drill down to the desired data.

Investigating the performance of the campaign below, the KPIs available here are triggered emails, sent emails, delivered email, hard and soft bounce, and many more (see the image below). Such measures can also be seen in relation to each other using the Chart View within a dimension like time.

Screenshot of Performance tab in Campaigns app with highlighted Tile View, Chart View, and Data View tabs. Tile View: see many measures at once; Chart View: various visual options; Data View: detailed numbers and admin info. Available KPIs listed on the right.

By setting your own Target Measures, quick feedback will become visible, showing you if the Target Measures were reached over time:

Screenshot of Add Campaign Target settings with Measure and Target options. Target setting highlighted with description: Set targets for any campaign performance measure. Text above: Track target measures over time.

To learn about how to access campaign analytics in the system, watch this tutorial:

ExerciseStart Exercise

Please take your time to look at the table to see what applications you can use to track and monitor your marketing campaigns:

TaskApps
Monitor campaign executionMonitoring Campaign Execution
Monitor email metricsAnalytics Story: Success of Email and SMS Campaigns & Bounce Statistics, Monitor Bounces Using Segmentation
Campaign error notificationsCampaign Error Notification
Check for unnecessary campaignsCheck Your Marketing Solution

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